Shopify Markets
Shopify Markets is a useful international management tool available to you as a Shopify user. The setup offers a number of advantages that, with minimal effort, can provide quick access to expansion into new markets.
The tool helps you identify, set up, launch, optimise and manage your international markets from a single Shopify store — and if you have the Pro version, you can access even more features that optimise and simplify the process.
With Shopify Markets it is possible to create tailored online shopping experiences for customised customer segments. The tool also allows you to create different markets targeting the countries and regions that are relevant to you.
Advantages of Shopify Markets
- Everything is gathered in one place, avoiding multiple installations and tech stacks that need to be maintained, etc.
- You only pay for one backend.
- It is possible to run TLDs (Top Level Domains) on the same backend, so for example domain.com and domain.dk can share the same inventory management, etc.
- It is possible to consolidate the 'SEO value' on the .com domain and run with language layers (.com/en etc.) — depending on your needs.
- It is possible to have website.de and website.dk on separate domains but the same backend.
- Prices are automatically converted to the relevant currencies depending on where users land.
- It is possible to 'Auto translate' all texts. However, this is not recommended from a quality/strategic perspective.
- It is possible to have different delivery options and payment options.
- It is possible to create a B2B login on the same store, if relevant to you (requires Pro).
- It is possible to automatically calculate TAX, DUTIES, VAT, etc. in the different countries (requires Pro).
Disadvantages of Shopify Markets
- It is not possible to create differentiated, SEO-friendly URLs per country. For example, a URL will be the same regardless of country. So example.com/collections/dresses will be example.dk/collections/dresses.
- At present it is not possible to change product prices without changing the price across all markets. However, the currency is still correct. This means you cannot have differentiated prices across different markets.
- Emails cannot be translated. For this, Klaviyo or another ESP must be used as an intermediary. However, it is possible to translate system emails such as order confirmations via Translate & Adapt Automatic.
Generally speaking, Shopify Markets is an easy and user-friendly tool that helps you overcome the challenges that arise when selling across different countries. Although the platform still has certain limitations, it is continuously improved with new features and updates. Shopify Markets is also a more economical and lower-risk way to test new markets, as you do not need to commit to the heavy requirements and significant time investment that come with running multiple separate Shopify stores.
Shopify Multi-Stores
Whereas Shopify Markets consolidates everything under one store, Shopify Multi-Stores consists of separate Shopify stores that operate independently of one another. This structure offers greater control and flexibility for each individual market, making it easier to differentiate in terms of products, prices and campaigns.
Shopify Multi-Stores can therefore be advantageous for those who have specific setup requirements, unique distributor agreements in individual countries and/or multiple freight providers depending on geography. You also have better access to creating differentiated solutions — including at the code level. This means that integrations can be built into the solution, for example.
Advantages of Shopify Multi-Stores
- It is possible to create differentiated URLs per country.
- It is possible to change product prices without changing the price across all markets, with the correct currency.
- It is possible to translate all types of emails into the relevant language for each country.
- If you are Shopify+ users, it is possible to have 10 different domains for free.
- There is the option of integrations with PIM/ERP.
Disadvantages of Shopify Multi-Stores
- Increased time spent managing stores.
- Higher costs in terms of technology (development hours) to ensure the different setups function correctly.
- Duplicated integrations, e.g. to your PIM/ERP, if that presents a challenge.
- Migrating themes, data and content to a new store. There may be maintenance tasks that become time-consuming if not automated.
- You pay per installation.
Although Shopify Multi-Stores is more time-consuming and cost-intensive, the virtually unlimited flexibility more than compensates for this. It can provide a more robust and long-term solution in the internationalisation process, depending on your preferences. This solution is best suited to larger e-commerce brands.
Shopify Markets or Shopify Multi-Stores?
As illustrated above, both setups have their advantages and disadvantages. Whether you should choose one over the other depends on your needs and how ambitious a setup you are looking for.
If you are looking to expand into a new market, it may be a good idea to start with Shopify Markets to test the market. Depending on performance and whether the market proves profitable, you can consider setting up Multi-Stores at a later stage. This is, however, a relatively demanding process, as Multi-Stores is more comprehensive than Markets — but it remains an option.
As a starting point, you can follow these general guidelines:
- If you are a smaller business, we recommend Shopify Markets, as it is a more affordable and lower-risk solution for testing new markets. The setup is also straightforward and user-friendly, making the process less time-consuming.
- If, on the other hand, you are a larger business, we currently recommend Shopify Multi-Stores, as it gives you greater control and flexibility as well as the ability to differentiate further.
Get started on your global growth journey
Navigating and expanding into new markets is often complex. It requires you to develop a thorough strategy, as this is crucial in determining which of the two setups you will benefit from most. Our best advice is therefore to consider what your needs, wishes and goals are, in order to get the right setup from the very beginning.
Does it seem like an overwhelming task? Then you can always contact us and hear how we can help grow your business internationally. Our competencies span a wide range, and we have experience with everything from market analysis and market selection to localisation strategy, website development and much more. Read more about how we can contribute to your international growth here.
